Few environments bring together thousands of people with the sole aim of discovering new brands and products. While trade shows may not immediately come to mind for new entrepreneurs, these events offer a powerful platform to accelerate a business. They provide built-in opportunities for networking, forming retail partnerships, gathering feedback, studying competitors, and sparking fresh ideas. With thousands of trade shows and industry conferences happening across the U.S. every year, spanning numerous industries and cities, the potential is immense. Shopify spoke with founders who have thrived at trade shows to share practical advice for newcomers.
Test the Waters Before Diving In
Depending on your sector, you may have multiple trade shows or events to choose from. Since booths can cost thousands of dollars—before factoring in products, décor, transportation, and additional expenses—strategic planning is key. Yet trade shows can open doors to invaluable business connections. Debbie Wei Mullin, founder of Copper Cow Coffee, recommends dipping your toes in first by volunteering at a friend or mentor’s booth. “When emerging entrepreneurs help out at a booth, they get firsthand insight into the conversations we have with buyers, the questions they ask, and how we manage our space,” she shares on Shopify Masters.
Morgan Cros, founder of Original Duckhead, echoes this approach, suggesting that attending as a visitor first allows you to observe competitors, understand the layout, and gradually scale your presence.
Do Your Research
Even without direct experience at a trade show, research can help determine whether it’s the right fit. When launching their men’s skincare line Jaxon Lane, Jen Yu and Alex Penfold opted for a smaller trade show, Indie Beauty Expo in Los Angeles, to build genuine connections with buyers. “It’s important to target your efforts. A massive convention can be overwhelming for a startup,” says Yu.
Once you select a show, invest time in planning your presentation. Lisa Watkins, cofounder of WanderFull, emphasizes, “Exhibiting at a trade show is like a science fair project—you don’t want to scramble last minute.” Watkins and her cofounder Katie Hill prepared for two to three months before debuting their water bottle bag company at NY Now in New York City, ultimately securing over 100 new retail accounts. By using a pop up trade show booth, they were able to create a professional presence while keeping setup efficient and cost-effective. For brands looking to make a similar impact, explore customizable exhibition booths from Print Popup Stands, designed to stand out at any trade show and leave a lasting impression with minimal effort.
Design a Memorable Booth
Your booth is more than a display; it’s a chance to make a lasting impression. Nancy Twine, founder of Briogeo, recommends thinking creatively about how to visually communicate your brand. “A standout design can attract visitors and tell your story before you even speak,” she says.
Budget-conscious brands can still shine. When Heather Aiu and Rachael Leina’ala Soares of Aloha Collection presented Hawaiian-inspired waterproof bags at the Magic Show in Las Vegas, they used simple props like fake palm trees and pop up banners for trade shows. Their $2,000 investment yielded a $30,000 deposit and an order for 5,000 bags from a distributor. Incorporating pop up signs can also make your booth visually appealing and easy to set up for any event or conference.
Choose Your Location Wisely
Booth placement can significantly impact your trade show success. Keith Eshelman, founder of Parks Project, learned this when being positioned next to a busy coffee cart put his booth in front of buyers, press, and industry professionals. “You have limited time to capture attention. Being near high-traffic spots allowed us to tell our story effectively,” he notes.
Prime locations may be limited, especially at large shows with point systems that prioritize repeat exhibitors or sponsors. Confirm placement rules with organizers before committing.
Perfect Your Elevator Pitch
At a bustling trade show, you may only have seconds to grab someone’s attention. “You have roughly two seconds to make an impression,” says Watkins. Lead with why your product matters. WanderFull focused on highlighting the benefits of their water bottle bags for boutique and chain store buyers. Taylor Frankel of Nudestix reminds founders that they also bring value to retailers eager for exclusive indie brands.
Delivering your pitch repeatedly can be exhausting, so come prepared. “Hydration and energy are key—trade shows are physically and mentally demanding,” says Twine.
Leverage Sponsorships
Strategic partnerships can help fund a trade show presence and create long-term collaborations. Michelle K. Hanabusa, founder of Uprisers, collaborated with Panda Express to sponsor a Japanese convenience store-style booth at ComplexCon. This not only elevated her brand but also introduced other emerging Asian-owned brands to attendees, resulting in lasting exposure and partnerships.
Exercise Patience
Trade show success often unfolds gradually. Laura Thompson and Connie Lo of Three Ships connected with a national Whole Foods buyer at a trade show, but it took a year of nurturing the relationship before a deal was finalized. “Trade shows, networking, and LinkedIn connections all contribute to long-term growth,” says Thompson.
Trade shows and conferences are as much about visibility and credibility as they are about immediate sales. William Smolen, founder of WagWell, attended SuperZoo to establish his pet wellness brand, receive feedback, and build lasting relationships with retailers—a strategy that continues to pay off.